The Hotelier Edit: Holger Hanselmann (Brunfels Hotel, Mainz)
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With the opening of the Brunfels Hotel in summer 2024, a special place has emerged in Mainz: an urban grand hotel that impresses with its modern leadership style, lived regionality, and a sophisticated design concept. As part of The Unbound Collection by Hyatt, it combines international standards with a local signature – stylish, independent, and approachable all at once. (Co-)responsible for this successful blend is Hotel Director Holger Hanselmann, who shapes the house with a great eye for detail and a clear sense of atmosphere. In an interview with IH Munich, he talks about opportunities and risks for independent hospitality, the perfect guest experience, and why pride is a powerful driver.
Your hotel recently won the “Best New Opening” award at the Falstaff Hotel Guide Awards 2025 – congratulations! From your perspective, what were the key factors behind this success?
Several things came together. First, a very clear concept, which we really implemented consistently. Second, we anticipated all eventualities regarding guest service for the opening – from day one, we were ready to welcome guests at the highest level. And third, we went into great detail in every area. For example, with the first menu, we had multiple tasting sessions over several weeks with key stakeholders and aligned everything consistently with the brand book and our unique style.
In your opinion, what makes an outstanding independent hotel today?
My credo is: atmosphere can’t be ordered – it has to happen. Several factors have to come together for that: the right scent, the right acoustics, a pleasant lighting mood – and a concept that runs through every part of the operation, especially the F&B offering. But the most important thing is the service attitude of the staff, and that strongly depends on how they themselves are doing. If the team is stressed or unbalanced, guests notice immediately. You need a relaxed, positive overall vibe in the house. At Brunfels, it’s essentially the best of both worlds: 
we’re a hotel like in the old days – but with today’s leadership style. So, modern guest communication, contemporary staff management, and at the same time, the glamour of a classic grand hotel. That combination makes us special – we offer first-class charm in a very accessible, authentic way.
What are the advantages of being part of The Unbound Collection by Hyatt?
Being part of The Unbound Collection by Hyatt gives us clear standards that help us meet international expectations. That way, we successfully appeal not only to local but also international guests. We also benefit from Hyatt’s expertise in areas like fire & life safety, which allows us to ensure maximum safety. And of course, Hyatt brings huge visibility – especially for guests from abroad. These standards are like a seal of quality that many trust.
The Brunfels Hotel is deeply rooted in regional culture. What role does local identity play for the brand?
A big one. Identity and local grounding are essential today – for two reasons. First, the local community is important, especially for the F&B area. We depend heavily on local guests, and they immediately sense whether we understand their expectations. Second, guests today want real experiences. They don’t want to see the same things everywhere – they want to 
immerse themselves in a place, connect with the surroundings and people. A hotel that doesn’t tell a regional story won’t be remembered. At our place, the local connection is shown for example in our wine list: we’re located in one of Germany’s best wine regions – Mainz is the “Great Wine Capital” of the country – and we offer many fine local wines, complemented by international ones.
What makes the guest experience at Brunfels unique?
On the one hand, the regional products – but that's practically a must nowadays. Also, the history of the house plays a major role, closely linked to the botanist Otto von Brunfels, our namesake. His work still shapes the hotel today, often in subtle ways. For example: our keycard sleeves have a faint scent of rosemary. Or take our bar – we offer around 30 German gin varieties, including four from Mainz. Gin is a botanical spirit, so it fits perfectly. And then there are our events, which match the joie de vivre of Mainz very well. Our after-work event, for instance, is relaxed, casual – with a DJ instead of classical music. Many wouldn’t expect that from a hotel like ours. But that’s exactly what creates connection, atmosphere, and reflects the sociable and down-to-earth character of the city.
What challenges and opportunities do you currently see for independent hotels?
One major issue is sourcing. We live in uncertain times, and many things that used to be reliable are now unstable. The pandemic and the war in Ukraine have shown how 
quickly supply chains can falter. Those who source only locally and have no bundled purchase power quickly run into trouble – even with seemingly basic things like toilet paper. Visibility is another challenge. Without a network or strong partner, you risk fading into obscurity – especially online. Those who are fully independent depend on platforms like Booking.com or Expedia, which charge high commissions. That can quickly lead to a dangerous dependency. But there are also opportunities: independent hotels can position themselves much faster and more authentically. Decisions are made directly, you’re more agile, can try new things – and succeed with exceptional ideas.
What advice would you give to people entering the hotel industry?
For anyone looking to open a hotel: it’s worth going through the tough phases. Conflict, frustration, doubt – it’s all part of it. But if you stick with it, you’ll be rewarded. Our society has somewhat forgotten that effort and patience often pay off. For those considering a job in hospitality in general: don’t be discouraged by the industry’s reputation. Many of the old prejudices no longer apply – at least not in places that take themselves seriously. There are fair working hours, reasonable pay, and lots of benefits. And: it’s a profession that can bring real joy if you identify with what you’re doing. Being proud of something is a powerful motivator.
Are you planning to attend the Independent Hotel Show this year?
This year, I’m definitely planning to go. I think it’s a great platform for exchange and networking. Everyone has their own experiences – but you don’t have to make every mistake yourself. You can learn from each other, combine strengths, and inspire one another. That’s exactly what a format like this is perfect for.
We are looking forward to bringing the community together again at Independent Hotel Show Munich 2025. Save the date 29-30 October and join us there.
